Mar-3711 Lecture Notes - Lecture 5: Creative Destruction, New Idea, X Games

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5 Oct 2017
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Sports Marketing Notes 5!
Some Facts to Consider…!
-Only 35 percent of US Population attends annually !
-Ticket prices mean higher income households !
-Older consumers are more likely to attend!
-Participation as player increases likely attendance!
-Age when attended first game aects likely attendance !
What Is Marketing Segmentation Target Marketing?!
A Basic Marketing Staple: It’s Divide and Conquer! !
Defined: The process of dividing a heterogenous market into homogeneous groups with similar
needs and wants in order to develop more ecient and eective marketing strategies to attract
those who are the most likely to buy a ticket. !
The Issue: How do sports marketers find and market to those likely to buy tickets!
For Whom is Segmentation and Targeting the Most Critical? !
-MLB - 70% of capacity!
-NFL - 96% of capacity !
-NBA - 89% of capacity !
-NHL - 94% of capacity !
Theoretical Basis for Market Segmentation!
-Diculty lies in fact that ticket buyers often are not who attends !
So What Characteristics Distinguish Sports Ticket Purchasers? !
-Income!
-Gender!
-Personal Sports Experiences !
-Age!
-Ethnicity !
-Location/Geography!
Typical Marketing Segments for Three Major Sports!
-Baseball Fans!
-Basketball Fans!
-Hockey Fans!
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